In the creative versus data debate, brand will always remain king
As brands increasingly bow down to big data, Alex Carr argues that things should actually be the other way around.
Brand is king. Data is a mere servant. There, I said it.
Many would suggest I have just publicly ridiculed myself as a laggard, desperately hanging onto the past.
Just as many would cheer, wanting to save creativity and stick it to the increasingly programmatic world.
The truth is, taking sides on this issue, like there is an either/or answer, is the nub of the problem. My point is that data is subservient to brand – not that one should replace the other.
